Real Issues Need Real Info

CityMD, New York City’s leading urgent care provider, noticed a pain-point among their Gen Z audience – Gen Z patients were turning to TikTok for medical information, much of which was inaccurate or misguided.

DNY’s Soci Studio leveraged CityMD's healthcare professionals and their extensive knowledge to combat medical misinformation among Gen Z consumers on the platform. The native-style videos, which ranged from man-on-the-street-style interviews with Gen Z participants to in-office 1-on-1 rapid-fire questions with CityMD’s health care professionals, were an instant success.

With over 1 million views within 48 hours of launch, the local power of TikTok shined through– driving relevant, engaged Gen Z audiences in the New York City neighborhoods that CityMD serves. In the 3 months that followed, the campaign went on to receive more than 32.9 million views, 63,700 likes, 1,300 comments and 4,300 saves. Followers of the CityMD account also increased more than 15x.